Browse profiles Post a project
Malt welcom

Welcome to Dan's freelance profile!

Malt gives you access to the best freelancers for your projects. Contact Dan to discuss your project or search for other freelancer profiles on Malt.

Dan Rimmer

Marketing Mix Modelling (Econometrics)

Works remotely from London

  • 51.509648
  • -0.099076
  • Suggested rate €1,000 / day
  • Experience 7+ years
  • Response rate 100%
  • Response time 1 hour
Propose a project The project will begin once you accept Dan's quote.

This freelancer has confirmed full-time availability in the past 7 days.

Propose a project The project will begin once you accept Dan's quote.

Location and workplace preferences

Location
London, England, United Kingdom
Remote only
Primarily works remotely

Verifications

Freelancer code of conduct signed
Read the Malt code of conduct

Verified email

Languages

  • English

    Native or bilingual

Categories

Skills (7)

Dan in a few words

KITE is a small independent consultancy helping companies grow their sales, profits and return on marketing investments. This is done through the application of marketing mix modelling (econometrics) and analytics, the development of in-house analytics capabilities (including staff recruitment) and leveraging over 20 years of experience across multiple industries and countries.

Experience

KITE

CEO  - As a freelancer

London, UK

June 2015 - Today (7 years and 6 months)

KITE is a small independent consultancy helping companies grow their sales, profits and return on marketing investments. This is done through the application of marketing mix modelling (econometrics) and analytics, the development of in-house analytics capabilities (including staff recruitment) and leveraging more than 18 years of experience across multiple industries and countries. WHAT KITE DO:
• Quantify historic sales drivers and forecast future outcomes
• Evaluate, plan and optimise marketing and sales investments
• Provide commercially actionable recommendations to grow sales, profit and return on investment (ROI)
• Design and build in-house analytics capabilities for clients, including the recruitment of econometricians, analysts and data scientists
• Partner with major blue chip clients, media agencies, analytic consultancies, research companies and data suppliers
• Work across a broad spectrum of industries and countries
• Empower organisations to put data and analytics at the heart of their decision making process and engender a culture of continuous learning and implementation of recommendations. HOW KITE DO IT:
• Application of impartial marketing mix modelling (econometrics) and analytics to clients historic internal and external data
• Utilisation of advanced optimisation and forecasting software for scenario planning
• Leveraging clients existing research materials
• Drawing on a broad range of experience and knowledge working with other clients facing similar challenges and opportunities

Entropy - The Science of Growth

Director of Econometrics / MMM  - As a freelancer

London, UK

June 2017 - Today (5 years and 6 months)

Entropy is a global marketing consultancy and one-stop shop for digital commerce.

Kellogg Company

Director of Marketing Effectiveness & Business Analytics - Europe, Middle East & Russia

Dublin, Ireland

October 2005 - May 2015 (9 years and 7 months)

Dan built & led the marketing effectiveness & business analytics function across Europe, Middle East & Russia, covering all categories in which Kellogg's operates. Leading a team of 14 in multiple countries, Dan was responsible for:
• Translating masses of information into insights that drive commercially actionable recommendations to materially improve business performance & ROI
• Representing Europe on the Global Marketing Effectiveness Council
• Multi-million euro budget & relationship management across all data & modelling suppliers
• Harmonisation of data from IRI, Nielsen, Kantar, Gfk & TNS across 25 markets into a single data cube visualisation platform, after initiating & leading a procurement project & building a business case
• Integration & application of multiple data sources to drive business strategy, including Datamonitor, Euromonitor, Mintel, Planet Retail, IGD, Dunnhumby, i2C, Emnos, Millward Brown, Hall & Partners, Ehrenberg-Bass, IPA & ISBA
• Management of the in-house econometrics function (established by Dan himself on joining)
• Implementation of externally built econometrics platform across key markets after initiating & leading a global procurement project & building a business case
• Internal & external evaluation of shopper / experiential marketing, e.g. store / shopper level test & control using retailer / loyalty card data
• Optimisation of investments within & across ATL / BTL / Trade, Brands & Countries
• Clear direction on media channel selection, media mix, flighting, weights, spot lengths & creative
• Optimisation of BTL budget for door drops, mailings, coupons, in-store media & sampling
• Pricing recommendations to minimise sales loss & maximise profit from price increases, pack size changes & range reviews
• Promotional recommendations to maximise sales & profit through optimal mix of trade promotion mechanics, in-store display, product mix, phasing with advertising
• Forecasting short, medium & long term sales

Gain Theory

Project / Client Manager - Europe

London, UK

March 1999 - September 2005 (6 years and 6 months)

Dan was a senior econometric consultancy partner to a number of major blue chip clients across Europe, covering multiple categories & industries including FMCG, Retailers, Telecomms & Entertainment. Leading a number of project teams, he was responsible for:
• Providing rigorous understanding of historic sales drivers & quantifying the return on investment from all marketing & trade investments, in order to optimise future investments & grow each business profitably
• Client management - day to day servicing of client needs, presentation of results & recommendations at all levels of seniority, ad hoc consultancy support, development of scenario planning tools, selling of projects & negotiation of contracts
• Project management - management of teams of Senior Analysts, Analysts & Trainee Analysts across multiple blue chip clients simultaneously, to ensure smooth design & delivery of modelling projects at brand, portfolio & category level, using time-series & cross-sectional modelling
• Personal management / mentoring - appraisals, career development & disciplinary action for Analysts & Senior Analysts
• Senior management sales team member - bringing in new business to achieve aggressive revenue targets
• Senior management recruitment team leader - 1st & 2nd stages, solo & group interviews, initiated standardisation of recruitment process & facilitated mass recruitment during period of rapid growth
• Head of training - developed training program, trained 'trainers', standardised best practice documents
• Chairman of multi-level internal company meetings & member of social committee
• Active developer of working practices, methodology & software Dan supported a wide range of clients including:
• FMCG - Kellogg's, Dairy Crest, Danone, Colgate Palmolive, Smithkline Beecham, Reckitt Benckiser, Johnson & Johnson, AG Barr, Tropicana
• Retailers - Sainsburys, Homebase
• Telecommunications - BT, Nokia, Orange
• Entertainment - Paramount Pictures (Viacom)

Education

  • Bachelor of Economics

    Lancaster University

    1996

    Bachelor's Degree, Economics

  • Certificate, Digital Marketing

    GSM London

    2015

    Certificate, Digital Marketing